groundswell - review

groundswell - winning in a world transformed by social technologies by Charlene Li and Josh Bernoff answers three questions: (1) what is groundswell, (2) what to do about it, and (3) how you can use it to succeed in your company.

So, what is groundswell?

Ans.: a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. (p 9)

Ex.: Brian Finkelstein filmed a Comcast technician who fell asleep on his couch in 2006, waiting on hold for help from the Comcast home office to fix an Internet problem. Now this video is the top result when searching "Comcast" on YouTube. (p 7)

Some of the technologies that create groundswell are blogs, social networking sites (Facebook, MySpace), wikis/open source, forums & ratings, and rss. The authors then go through describing the impact they have on the groundswell. They then detail how this can be used to a company's advantage.

The examples are excellent (Digg and the HD-DVD key, P&G's beinggirl.com, Loblaw and the BBQ cap), but it tended to get a bit dry by the end (a Social Technographics Profile isn't the most interesting thing in the world). Clearly pointed for business people and not just theoretcial ponderings about future of technology. This book either educates those who are newer to some of this tech or it helps bring focus to some of what we already experience. This is a valuable resource for those that interact with the outside world.